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At the moment, EA has four active job listings for ad tech roles, which went up on various job boards beginning in late May and as recently as weeks ago. The jobs are based across EA’s various offices, with the majority located in the company’s headquarters in Redwood City, California. An Electronic Arts representative declined to comment on the hiring plans, pointing to Wilson’s earnings comments as the company’s statement on the matter. “Everybody’s fear is that the big, bad EA are going to come in and implement this in some way they may hate — but it’s not in their interest to do that,” said Kristan Rivers, CEO of the in-game advertising company AdInMo. “We trust a publisher to do what’s right for their gamers, so I trust EA to hopefully do what’s right for the gamers first.”

Is ID spoofing different from ID bridging? Yes, but again, you should think of them as an evil twin and a good twin. ID spoofing is taking the tactics of ID bridging — piecing together information to infer someone’s identity — and co-opting them to falsify their identity instead. Both ID bridging and ID spoofing are forms of bid enrichment, which is the act of making a bid request more valuable by adding information, identification and other data not initially provided by the browser, said Justin Wohl, CRO of Snopes and TV Tropes.

Razorfish studied 3,474 Gen Alpha participants and their parents based in nine markets globally. Precise TV surveyed U.S. families with 3,000 kids ages 2 to 12. “Gen Alpha’s increased interests is one area for marketers to watch,” said Dani Mariano, president of Razorfish. “On top of Alphas having twice as many interests as Gen Z, how they learn has also changed.” Born between 2010 and 2024, Gen Alpha is expected to become the largest and most diverse generation to date (reaching some 2.2 billion people by the end of 2025) – and hold the greatest spending power too, per Razorfish. For marketers, striking a balance between analog and digital experiences and partnering with the appropriate brands and influencers will become critical, as both studies highlight the ongoing appeal of YouTube, TikTok and gaming platforms. Here’s a breakdown of their key findings.

Discover how streaming TV strengthens family bonds and offers brands new connections. Sponsored by Disney Advertising.

“Store visits is what we really want to measure as we start to view CTV as a performance channel,” said Jennifer Tate, CMO at CKE Restaurants, parent company to Carl’s Jr. “We view CTV as both important for awareness and brand messaging, but also critically important that it’s driving store visits.” Increasingly, Carl’s Jr. is spending more on CTV and less on things like linear television, per Tate. It’s unclear how those dollars are shifting as Carl’s Jr. did not disclose specific figures. That push into CTV–again, powered by IRIS.TV–has led to 2.2X higher return on ad spend compared to other targeting methods and a 152% incremental lift in sales, according to a company spokesperson. The company also did not detail specific figures around ROAS or lift in sales.

The U.S. Senate Commerce Committee on Thursday held a hearing to address a range of concerns about the intersection of AI and privacy. While some lawmakers expressed concern about AI accelerating risks – such as online surveillance, scams, hyper-targeting ads and discriminatory business practices — others cautioned regulations might further protect tech giants and burden smaller businesses.

Every day new tech vendors are popping up in HR professionals’ inboxes, touting how their newest generative AI tools can help them overcome workplace challenges. It’s a lot to keep up with. Yet, there are still new capabilities being announced by companies every single day. Are they actually helpful for HR leaders, or are they just adding to the noise? We spoke to multiple vendors and workplace experts to get our finger on the pulse.

As brands grow more comfortable in the gaming space, they’re handing the reins over to creators for longer and deeper sponsorships that are inherently integrated with their content and communities. Brands’ romance with gaming influencers and creators has blossomed in 2024. Marketers have moved beyond in-game ads as they realize the spending power of “cultural gamers” — or self-identified gamers who primarily engage with the medium through social media and digital content rather than the games themselves.

#Cryptocurrency brands have begun to slowly increase their marketing activity in recent months. But the level of spending from the sector is still far off the highs seen in 2022 when big-name exchanges shelled out for Super Bowl campaigns starring major celebrities. Faced with a publicity washback from the #FTX fraud trials, which concluded in November, and a “crypto winter” between 2021 and the end of 2023, most crypto marketers eased off on advertising activity last year. With the price of Bitcoin and ether rising (if inconsistently) once more, those same marketers are now considering how to handle the next potential boom period. In this piece by Sam Bradley, we speak to Kate Rouch of Coinbase, Luke Stillman, CFA, Marc Vanlerberghe of Algorand Foundation, Sarah Dale of Binance, haider rafique of OKX, and Mayur Gupta of Kraken.